Since the launch of its electric car, ZOE, in 2012, Renault has been leading electric mobility in Europe. Two new campaigns from Publicis Conseil have been released to cement this fact.
According to Publicis, Renault’s ZOE is the indisputable leader of the market, but the company is keen to convince more people that ZOE is the best choice in electric mobility.
To do so, Renault and Publicis Conseil have produced two different global campaigns, highlighting its two main facts: with more than 270,000 units sold, ZOE is the best-selling electric car in Europe in 2020, and ZOE has the best driving range of its category.
In ‘The Chase’ campaign, Renault has chosen to talk about leadership with an upbeat, modern and dynamic communication: ZOE is truly a best-seller, let’s prove it by simply showing the impressive number of people who already chose it, Publicis said.
In this film, a hero is chasing a girl who forgot her bag. She is driving a ZOE, but she will be very hard to catch in the street full of Renault ZOEs.
A very powerful campaign, full of energy that is not only to convince people to choose the electric car of reference but also to create a great impact on the Renault brand image.
Publicis has collaborated with WAFLA and film director Clément Durou, who, since the making of the Pharell William video “Happy”, has never ceased to develop an ultra-modern, pop and unrestrained creative vision through their collaborations.
The music “Georgia – Never let you go” orchestrated by Start-Rec serves a new dynamic and modern version of a ZOE campaign.
Arnaud Belloni, global CMO at Renault, said: “With this campaign, we have the ambition to show ZOE in a new way: fresh, modern, highly rhythmical, very far from the usual communications on this market, to deliver a very strong message: number one in electric vehicles across Europe.”
Leaving the Nest
In the ‘Leaving the Nest’ campaign, the ZOE is shown as the best choice in the electric car market by highlighting the strengths of the car: it has a driving range of up to 395 kilometres, 3,38l truck volume, and has plenty of room with four to five seats, so you can go wherever life takes you.
With ZOE seen as “a genuine B segment car with an electric engine”, Renault and Publicis chose to say it through a universal, human and emotional story about parents giving their child a ZOE when he’s about to leave the nest to study at university.
The music “Tom Rosenthal – Go solo” also orchestrated by Start-Rec accentuates the emotion of the story.
Arnaud Belloni, global CMO at Renault, said: “The driving range of an electric vehicle remains a key choice criteria for consumers, despite the progress that has been made.
“Leaving the nest allows us to renew the Renault ZOE’s message on autonomy, the best in its category up to 395km. An undeniable advantage as competition increases.”
A complete international communication kit including all the assets of both campaigns is available, so each country can deploy the messages locally.
Credits for the campaigns are as follows:
Agency: Publicis Conseil
CEO: Agathe Bousquet
President overseeing creativity: Marco Venturelli
ECD: Marcelo Vergara
Art directors: Jean-Marc Tramoni (The Chase) and Kamel Makhloufi (Leaving the Nest)
Copywriter: Marc Rosier (The Chase) and Julien Colas (Leaving the Nest)
Producer: Nelly Cohen
Account managers: Hugues Reboul, Grégoire Verdet, Faustine Leblan, Sacha Bodoukian
Director: WAFLA Clément Durou
DOP: Arnaud Potier
Production: Iconoclast/Nicolas Lhermitte
Line producer: Nathalie Le Caer
Prod exe: JUICE Films
Post-production: Prodigious/Laurent Seigneur
Editor: Manu Coutant
Calibrator: Emiliano Serantoni /Everest studio
Sound: Start Rec/Alex Jaffray/Mathieu François/Valery Pellegrini
Featured image source: YouTube/Publicis Conseil
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